Academic internationalization: Academics as marketing actors in higher education

Abstract

Internationalization in the academic world has been a major research subject for the last several decades. Academic connections and collaborations between universities from different countries via joint research projects, education and training activities are very valuable. In establishing such connections, academics in staff mobility programs might play an important role in introducing their institution and carry a potential marketing element for future academic collaborations. In this respect, the aim of this study is to explore the awareness of academics on their role in academic marketing in the international higher education arena and to explore their expectations toward improving international education activities.